The Legend Of Mad Tom Returns

Muskoka Brewery’s Mad Tom IPA helped create the market for Ontario brewed India Pale Ales and blazed a trail that others are continuing to follow to this day. Three years after their last media campaign, Muskoka needed to put the reignite awareness of the brand and more importantly, in the hands of those who supported the brand when it initially launched as well as IPA drinkers who had yet to discover the brand.

We created a fully integrated campaign built around the four “Legends” that may or may not be the inspiration behind the name ‘Mad Tom’ and invited beer drinkers to learn about the legends and share the one that they believe was the true inspiration. The campaign was focused on the primary markets of Toronto and Ottawa and included OOH, paid social content on Facebook and Instagram, organic social and digital content and on-premise experiential events.